Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 146 Document Number: C23312
Notes:
A&A Research, Kalispell, Montana. 1 page., Response to a Wisconsin survey question about the importance agriculture will play in the Wisconsin economy 25 years from now.
19 pages, Consumers’ perceptions of the terminology used on food production labels may lead to a perceived risk, which influences their grocery shopping decisions. Risk perception is the consumers’ belief that he or she may be exposed to something that is harmful or uncertain. Women are more aware of food labels due to their perceived risk associated with health and the environment. This study used Q methodology to describe a variety of viewpoints related to women’s grocery shopping decisions. Using a Q set of 36 statements, 18 women sorted based on the condition of instruction, “How do you make food decisions?” Factor scores, field notes, and post-sort interviews were used to interpret the arrays as the Frugal Shopper, the Price Conscious Shopper, and the Engaged Shopper. The Frugal Shopper was interpreted to be an economical shopper with little concern for food production methods. The Price Conscious Shopper is concerned for the effect on various production methods, but price is the main priority. The Engaged Shopper is willing to pay higher prices to have more choices when grocery shopping. Improved communication and a deeper understanding of consumers’ perceptions of food labels may help decrease the perceived risk associated with various food production methods.
4 pages, Online subscription. 4 pages., Summary of grocery shopping patterns during the first 10 months of 2020 as the COVID-19 pandemic began in the U.S.
21 pages, Because mothers are the primary grocery shoppers for most households, they play a fundamental role in the food their families eat. As such, it is important to understand their perceptions of potential sources of food safety and nutrition information. This study surveyed young mothers (i.e., 18-40 years old) across the United States to assess their awareness, knowledge, and trust of celebrities and social media influencers who communicate about food-related topics. The list of celebrities and influencers consisted of TV chefs, celebrities and influencers who espouse favorable viewpoints of food and agriculture, and celebrities and influencers who espouse more alternative viewpoints of food and agriculture. Respondents were usually more aware and knowledgeable of the celebrities and chefs than the influencers. They also generally trusted the TV chefs the most. There tended to be small-to-medium positive correlations between a respondents’ knowledge of a celebrity/influencer and their trust of that celebrity/influencer but not all were statistically significant. Communicators looking to influence the largest number of people would benefit more from working with celebrities, but social media influencers could still play a role in campaigns that target specific online communities where the influencers’ values align with community members. More research is recommended to expand to other audiences, as well as assessing other celebrities and influencers. Research can also address how consumers use social media to get food-related information, how trust could be affected by communication using different social media platforms, and content analyses of food-related communication by celebrities and influencers on social media outlets.
Courter, J.W. (author), Sabota, C.M. (author), and Department of Horticulture, University of Illinois
Format:
Conference paper
Publication Date:
1980
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 99 Document Number: C08293
Notes:
Evans, AgComm teaching, In: Proceedings of the 1980 Illinois Strawberry School, March 4, 1980, Mt. Vernon, IL. Urbana, IL : University of Illinois (Cooperative Extension Service Horticulture Series 21) p. 28-32.
15 pages, Trust is often an assumed outcome of participation in Alternative Food Networks (AFNs) as they directly connect producers with consumers. It is based on this potential for trust “between producers and consumers” that AFNs have emerged as a significant field of food studies analysis as it also suggests a capacity for AFNs to foster associated embedded qualities, like ‘morality’, ‘social justice’, ‘ecology’ and ‘equity’. These positive benefits of AFNs, however, cannot be taken for granted as trust is not necessarily an outcome of AFN participation. Using Chinese case studies of AFNs, which are characterised by a distinct form of trust pressure—consumers who are particularly cynical about small scale farmers, food safety and the organic credentials of producers—this paper highlights how the dynamics of trust are in constant flux between producers and consumers. I suggest that it is the careful construction of the aesthetic and multi-sensory qualities of food, which is often celebrated via social media, that human centred relations in Chinese AFNs are mediated. This leads to two key conclusions: first, that the key variable for establishing trust is satisfying the consumer’s desire for safe (i.e. "fresh") food; and second, the materiality of the food and the perception of foods materiality (especially through social media), must both be actively constructed by the farmer to fit the consumer’s ideal of freshness.